I read the books several years ago. i now realise that NLP is nothing new.

A few ideas on how to avoid ‘death by PoerPoint’

"In Propaganda (1928),Edward Bernays argued that the manipulation of public opinion was a necessary part of democracy…if that is true then democracy has never been healthier. #pr"

— wikipedia.org/wiki/Edward_Bernays#Propaganda

Inspirational talk on the beauty and wonder of clouds. Also serves as a timely reminder that it is both essential and edifying to disconnect from the world and make shapes out of the clouds.

A tongue in cheek guide to the various social media platforms. 

8020 Social Media Guide (by Peter Kerr)

Reasons to believe - by Piero Alberici

When we meet start up businesses our first marketing task is often to convince the owners that a nice logo is not the company branding in its entirety.

Of course it is important but a nice ‘badge’ rarely establishes a successful business on its own. Then we move onto traditional concepts such as business personality, benefits and differentiators over the competition.

Until recently this is far as it went. Then a few weeks ago a new client asked me “This all looks good but how can I make my target customers believe it?” This struck a chord. He was right. Every new business needs to communicate reasons to believe.

Yet how can a new business achieve this when it is an unknown quantity? After much thought and debate between us we decided there were three techniques that can help.
  1. Know your competitors inside out by engaging with their service as much as possible. If you are going to open a hairdressers, go and get your hair cut or styled in as many of the competitors as possible (albeit this may take a few months!). This will not only improve the differentiators encompassed in the branding but help to develop reasons to believe. 
  2. Keep in very close dialogue with the first set of customers that are captured. This means more than just gaining testimonials. It is about capturing their descriptions of the experience, ensuring their comments are guided towards the benefits and differentiators of the brand. Categorise these customers in a way that enables the business to check that those who would be expected to return, do so. 
  3.  If the business is web based, ensure you capture as many real photographs as possible. Avoid the use of stock images. If your company has created a wonderful landscape garden for a customer, photograph it not just at the end but from the beginning. Create a short video, using your iphone if necessary. Make the content rich and interesting. Visual reasons to believe are amongst the most powerful, and if planned, need not be expensive to capture. 
These are our ideas. If you have different experiences please let us know. It would be great to hear from you.
I put the copy from a few recent proposals and reports into Wordle, and this popped out. Succinctly sums up what I am talking to clients about most days.

I put the copy from a few recent proposals and reports into Wordle, and this popped out. Succinctly sums up what I am talking to clients about most days.